REPORT SHOWS AI, SOCIAL MEDIA AND DIGITAL AD SPEND ON THE RISE IN 2025 

KUALA LUMPUR, Feb 5 (Bernama) -- Meltwater, a global leader in media, social, and consumer intelligence, in collaboration with We Are Social, has released the Digital 2025 report, shedding light on the latest trends in social media, artificial intelligence (AI), and digital advertising.

Digital 2025 shows that AI’s momentum is growing rapidly, social media continues to play a pivotal role in brand discovery, and ad spend across digital, social, and influencer platforms has seen significant increases, according to a statement.

The report reveals that the number of global social media users has reached 5.24 billion, a 4.1 per cent rise over the past year. Social media has become a major channel for brand discovery, with half of all adult users engaging on platforms to learn more about brands.

Instagram leads the way, with 62.3 per cent of its users researching brands, followed by Facebook (52.5 per cent) and TikTok (51.5 per cent). Influencers also continue to shape consumer behaviour, particularly among younger demographics.

As businesses continue to invest in digital advertising, Meltwater Chief Strategy Officer, Alexandra Bjertnæs, emphasised the need for data-driven decisions, while We Are Social global group Chief Executive Officer, Toby Southgate, noted the growing complexity of digital and social media and the importance of understanding cultural nuances for effective engagement.

YouTube is the most-used social platform globally, while Instagram remains the favourite among users. TikTok sees the highest user engagement, while emerging platforms are gaining traction, with Threads surpassing 320 million monthly active users by the end of 2024 and Bluesky gaining 30 million registrations.

The digital advertising landscape is also thriving, with global ad spend hitting US$1.1 trillion in 2024, a 7.3 per cent  increase from the previous year. Digital channels make up a dominant 72.7 per cent of global ad spend, with social media ad investments growing by 15 per cent, while influencer marketing also saw a surge, with annual investments reaching US$35 billion. (US$1=RM4.42)

AI’s influence is evident, with ChatGPT leading as the most-used AI app, averaging more than a quarter of a billion monthly active users between September and November 2024. The report also highlights the rise in social media ad reach, with LinkedIn and Pinterest seeing significant growth.

The report further discusses global internet usage, with over 5.5 billion internet users and increasing online purchases, particularly among consumers over 50. The role of social media in work-related activities, sports content consumption, and the decline in privacy concerns among online adults were also key takeaways.

As digital platforms continue to evolve, businesses and marketers will need to adapt to shifting trends and leverage data-driven strategies to maximise engagement and return on investment in an increasingly competitive digital environment.

-- BERNAMA